From top MPs, to celebrities to the next-door neighbour, we're often quick to publicly embrace and declare our support for socially just and environmentally friendly causes.

But as we load our social media pages and click the like button to back campaigns to achieve goals like gender equality, end child poverty and cleanse our oceans, the support is dismissed by some as virtue signalling or woke washing.

It has also been touted as slacktivism — boosting egos but effecting little.
And for companies, it is a marketing tool.

More than 500,000 Kiwis have added the "I AM HOPE" Kiwibank frame to